Mattel Buys Pleasant Co. for $700 Million

Share this article:
Toy company Mattel Inc. announced last week that it will acquire Pleasant Co., a direct marketer of the historically-inspired American Girl doll line, for $700 million.


"We might look at cataloging or direct marketing some of our products. We feel that Pleasant Co. has expertise in direct marketing, and we hope to benefit from that," said Glenn Bozarth, a spokesman at Mattel, El Segundo, CA.


Pleasant Co., which touts $300 million in annual revenues, will maintain its headquarters in Middleton, WI, and operate as an autonomous unit of Mattel. Pleasant Rowland, president and founder of Pleasant Co., will become vice chairman of Mattel and serve on Mattel's board of directors.


Mattel said its acquisition of the company will add modestly to its 1998 earnings.
Share this article:
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

AmEx Veteran Takes COO Role at Acxiom

AmEx Veteran Takes COO Role at Acxiom

Kerry Hatch ran American Express's OPEN business card division and led units at Starwood and Time Inc.

Red Roof Inn Turns Weather Woes Into Major Sales

Red Roof Inn Turns Weather Woes Into Major ...

The hotel chain woos stranded airline passengers with deals based on flight cancellations.

Signal Wants to Help CMOs Put Vendors to the Test

Signal Wants to Help CMOs Put Vendors to ...

The company claims its new Signal Tag can quintuple the number of A/B vendor tests marketers can do each year.